iWorld
Airtel, Vodafone lead market; UP East adds max subs
MUMBAI: Witnessing a healthy growth in telecom penetration, the GSM subscriber base in the country grew to 801.81 million in November 2016. COAI, the association of mobile telephony service providers in the country, which released the November GSM subscriber base numbers, has said the number of GSM subscribers witnessed a jump of 10.18 million as compared to the previous month.
Telecom industry’s steady growth was recorded in net subscriber additions from 2.09 million in August to 10.18 million in November.
Amongst the telecom companies, Bharti Airtel continued to hold on to the pole position in November, adding another 1.08 million additional subscribers during the month to take its total subscriber base to 263.35 million mobile subscribers. Closely followed by Vodafone with 202.79 million subscribers and Idea Cellular with 187.68 million subscribers. With 32.84%, Bharti Airtel owns the maximum market share in the industry.
The report, which also assesses the growth of mobile subscribers across various circles in India said, UP East added the maximum number of subscribers (73.82 million) in November and Idea added the maximum number of subscribers (7.43 million) in November.
Talking about the growth in the subscriber base, COAI director-general Rajan S Mathews said, “The telecommunication industry has again posted a good growth for the month of November 2016. It is heartening to see that the industry is showing signs of a robust growth and we have again moved ahead in ensuring complete connectivity at all levels. Telecom companies have been contributing towards fulfilling the government’s vision of Digital India since beginning and we will continue bridge the digital divide for a fully connected and digitally empowered India.”
Speaking about the impact made by the telecom industry, he added, “We are an enabler of comprehensive growth. The industry has also ensured that the government’s plans reach even the farthest corners of the country and everyone is equally benefitted from the digital revolution.”
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
